AdKeeper, the new startup from About.com founder Scott Kurnit, just raised another $35 million, less than a year after raising its $8 million "seed" round.

The company's valuation in the current round?

North of $100 million, says a source with knowledge of the situation.

And that makes sense. AdKeeper is one of those binary companies: It will either work and get huge, or it will flop and be worthless. So there's no reason to pussyfoot around with small capital raises and puny valuations.

Advertisers, not surprisingly, are nuts about the idea. (Who wouldn't want their ads "kept"?)

The big question is whether consumers will be interested in "keeping" ads. According to AdKeeper's focus-group research, consumers are indeed conceptually interested. The new money will help AdKeeper bring the product to market at scale, so we'll soon find out the truth.